National insertion of targeted advertisement

ABSTRACT

Systems and methods are disclosed that allow for providing targeted asset/advertisements for broadcast-wide programming feeds. The systems and methods allow network platforms to select among asset options provided with a content stream and/or replace assets in the content stream. In one arrangement, after selecting an asset, the asset is inserted into the content stream and the content stream is disseminated to subsequent network platforms (e.g., local platforms). At this time, the local platforms may insert local assets into the content stream in predetermined local asset insertion spots.

CROSS-REFERENCE TO RELATED APPLICATION

This application claims priority to and is a continuation of U.S. patentapplication Ser. No. 14/226,699, entitled, “NATIONAL INSERTION OFTARGETED ADVERTISEMENT,” filed on Mar. 26, 2014, which is a continuationof U.S. patent application Ser. No. 12/536,347, entitled, “NATIONALINSERTION OF TARGETED ADVERTISEMENT,” filed on Aug. 8, 2009, which inturn claims the benefit of U.S. Provisional Application No. 61/086,409,entitled, “NATIONAL INSERTION OF TARGETED ADVERTISEMENT,” filed on Aug.5, 2008. The contents of all of the above-noted applications areincorporated herein by reference as if set forth in full and priority tothese applications is claimed to the full extent allowable under U.S.law and regulations.

FIELD

Systems and methods presented herein relate to the provision of targetedassets via a network interface. In one specific arrangement, nationallytargeted advertising media is provided to users of a broadcast network,wherein the content of the targeted media may be altered on a regionaland/or demographic basis.

BACKGROUND

Broadcast network content or programming is commonly provided inconjunction with associated informational content or assets. Theseassets include advertisements, associated programming, public-serviceannouncements, ad tags, trailers, weather or emergency notifications anda variety of other content, including paid and unpaid content. In thisregard, assets providers (e.g., advertisers) who wish to conveyinformation (e.g., advertisements) regarding services and/or products tousers of the broadcast network often pay for the right to insert theirinformation into programming of the broadcast network. For instance,advertisers may provide ad content to a network operator such that thead content may be interleaved with broadcast network programming duringone or more programming breaks. The delivery of such paid assets oftensubsidizes or covers the costs of the programming provided by thebroadcast network. This may reduce or eliminate costs borne by the usersof the broadcast network programming.

In order to achieve a better return on their investment, asset providersoften try to target their assets to a selected audience that is believedto be interested in the goods or services of the asset provider. Thecase of advertisers on a cable television network is illustrative. Forinstance, an advertiser or a cable television network may target its adsto certain demographic groups based on, for example, geographiclocation, gender, age, income etc. Accordingly, once an advertiser hascreated an ad that is targeted to a desired group of viewers (e.g.,targeted group) the advertiser may attempt to procure insertion times inthe network programming when the targeted group is expected to be amongthe audience of the network programming.

Historically, broadcast content (e.g., programming) is provided from acontent provider (e.g., ABC, PBS, BBC, etc.) to one or more networkplatforms (e.g., regional head end and/or local head ends and/orrepeater stations). These network platforms receive the content anddisseminate that content to network users. In this regard, the broadcastcontent is sometimes termed a “national feed.” Typically, this nationalfeed includes programming and interleaved advertisements. In thisregard, national level advertisers who wish to disseminate their assetsnetwork-wide may pay to have their advertisements interleaved with theprogramming of the national feed. Accordingly, when the networkplatforms disseminate the broadcast content received via the nationalfeed, the interleaved assets/advertisements are disseminated therewith.That is, interleaving of assets/advertisements with the national feedtypically results in a single asset/advertisement being disseminatedover the entire broadcast network.

In some broadcast networks (e.g., such as those in the United States),one or more cues may also be incorporated into the national feed. Suchcues have allowed network platforms (e.g., local head ends) to identifyupcoming breaks in the programming contained in the national feed.Accordingly, such local head ends may replace content within thenational feed with an asset that is better suited for a local audience.Typically, in the United States, two to three minutes of every half-hourare set aside for local advertisements. However, other broadcastnetworks, including many foreign networks, do not provide localinsertion opportunities. In this regard, all advertising in suchnetworks is network-wide.

SUMMARY

In view of the above, the inventors of the current systems and methods(i.e., utilities) have recognized that, while network-wide (e.g.,national) dissemination of assets/advertisements often provides aneffective model for providing assets to consumers, in many instancessuch network-wide dissemination of an asset fails to provide a desiredtargeting granularity for asset providers. That is, in some instances,national-level asset providers having varied product lines (e.g., automanufactures) may desire to target different assets/advertisements todifferent/limited geographic regions and/or to different/limiteddemographic groups. However, such national-level asset providers may notwant to utilize local ad insertion as such local asset insertion mayrequire interfacing with numerous (e.g., hundreds) of local networkplatforms. Further, local asset insertion may not provide desiredinsertion times and/or may not be available (e.g., foreign markets).Accordingly, the inventors have recognized the desirability of beingable to provide targeted asset/advertisement dissemination forbroadcast-wide programming feeds. That is, the inventors of the currentutilities have recognized that national asset providers may moreeffectively match their assets to targeted network users if the assetproviders can vary the assets provided to network users based on regionand/or demographics of the network users. Accordingly, systems andmethods are provided herein for providing targeted asset insertion withrespect to network-wide insertion opportunities in a broadcast network.

According to a first aspect of the present invention, a system andmethod (hereinafter, “utility”) for use in connection with deliveringcontent to users of a broadcast network is provided. More specifically,a utility is provided wherein a content stream (e.g., national feed) ofa content provider is generated for delivery to a plurality of firstlevel network platforms (e.g., affiliates, MSOs, etc.) of a broadcastnetwork. The content stream includes first and second cues thatcorrespond with first and second asset insertion spots. In such anarrangement, these first level network platforms may subsequentlydisseminate the received content stream to downstream or second levelnetwork platforms (e.g., local head ends). In addition, at least twoasset options are provided for a common (e.g., single) asset deliveryspot of the content stream. In this arrangement, at least a portion ofthe first level network platforms are operative to identify the firstcue (which may be restricted, encrypted, etc.) and independently selectone of the asset options and insert the asset into the first assetdelivery spot. Each platform subsequently disseminates/broadcasts themodified content stream with the selected asset option in the assetdelivery spot. Typically, the modified content stream will still includethe second cue to allow downstream platforms the ability to insertassets in the second insertion spot. Though discussed as utilizing firstand second cues, it will be appreciated that the first cue may representa first set of cues that are associated with national insertion spotsand the second cue may identify a second set of cues associated withlocal insertion cues spots.

Providing the two asset options to the first level network platforms maybe performed in a variety of different manners. For instance, in a firstarrangement, the two asset options are provided in conjunction withdelivering the content stream to these network platforms. For instance,such asset options may be broadcast with the content stream to thenetwork platforms. In such an arrangement, the asset options may beincorporated into the content stream (e.g., multiplexed) and/or intoparallel transmission bands. In another arrangement, the two or moreasset options for the asset delivery spot may be forwarded to one ormore of the network platforms prior to delivering the content stream tothe network platforms. In this arrangement, the broadcast networkplatforms may be responsible for inserting one of the asset options intothe first asset delivery spot. In any case, these arrangements allow anational-level asset provider to continue interfacing with the entitythat generates the content stream as opposed to individually interfacingwith multiple network platforms. In one arrangement, targeting criteriamay be provided in conjunction with the asset options. Such targetingcriteria may include, without limitation, geographic criteria as well asdemographic criteria.

In one arrangement, the at least two asset options may be asset optionsof a single asset provider. In this regard, an asset provider mayprovide two or more asset options that are targeted to different regionsand/or demographic groups and have these assets disseminated during adesired asset delivery spot.

To allow a network platform to insert an asset into the content stream,the utility may further include inserting a national cue for use by thenetwork platforms. Such a national cue may be utilized to identifytiming information associated with the asset delivery spot in a contentsteam. In this arrangement, the national or first cue may be specializedand/or restricted to allow insertion only by authorized platforms.Further, it will be appreciated that additional cues (e.g., local cues)may be incorporated into the content stream to identify timingassociated with local asset insertion options. These cues may bedifferently formatted to allow one or more of the network platforms toidentify the proper cue. Further, one or both the cues may be encryptedto prevent unauthorized replacement of assets in the content stream.

In another arrangement, the first cue may be erased by the first levelnetwork platform after an asset is inserted. In this regard, after thefirst level network platform utilizes the cue to identify an insertionspot and inserts an asset in that spot, the cue may be erased from themodified content stream to prevent use of that cue by downstream networkplatforms that may otherwise utilize such a cue to insert assets intothe first insertion spot.

In one arrangement, a first level or national cue may be delivered viaan available field in existing broadcast formatting. For instance, inanalog broadcasts, or digital broadcasts that mimic analog format, anational cue may be inserted into an available vertical blankinginterval (VBI). In one specific arrangement, such a cue may be insertedinto an available channel of line 21 of the VBI. That is, such a cue maybe inserted into the closed captioning VBI line, as there are typicallyone or two available channels within VBI for transmitting data, text,etc. An alternative arrangement would be to make use of a one of theother lines in the VBI (e.g. lines 10 to 20) to carry the data. Indigital applications, such a national cue may also be inserted with aclosed captioning bit stream as such bit streams typically containexcess data capacities. Alternatively, in a digital application, thenational cue may be inserted as an MPEG data element into the MPEGtransport stream.

The utility may be incorporated into differently formatted broadcastnetworks. For instance, in one arrangement, the network platforms mayinclude repeater stations that repeat an over-air broadcast contentstream to one or more network regions. In other arrangements, thenetwork platforms may include various levels of network platforms, whichmay include over-air transmissions (e.g., affiliates) and/or hard-wiredtransmissions (network operators). In such an arrangement, a first levelof network platforms may provide content to a second level of networkplatforms. For instance, affiliates and/or regional head ends maydistribute content streams directly to local head ends and/or mayutilize various intermediate platforms to distribute such contentstreams. In such an arrangement, first level network platforms (e.g.,affiliates) may be operative to insert a national level asset into thecontent stream based on, for example, a first cue. Subsequently, secondlevel network platforms (e.g., regional or local head ends) may receivethe content stream, including the asset inserted by an upstream or firstlevel network platform. In such an arrangement, a local head end maythen insert local assets into the content stream such that, whendisseminated to network users, the content stream may include assetsinserted by an affiliate and/or regional head end as well as localassets inserted by the local head end. In such an arrangement, anational asset provider may provide different assets for differentregions. Additionally or alternatively, such first level platforms mayselect between asset options provided for use in network-wide deliveryspots of the content stream (e.g., national feed) based on geographicand/or demographic values associated with the platform.

In a further arrangement, the utility may be operative to receiveinformation from one or more of the network platforms. For instance,such information received from a network platform may be indicative of acurrent network conditions (e.g., demographics of a current networkaudience). In this regard, in conjunction with generating a contentstream, the content provider may select assets for dissemination duringone or more asset delivery spot based on current network conditions.

According to another aspect, a utility is provided for use in connectionwith delivering assets to users of a broadcast network. The utilityallows for multi-level or tiered insertion of assets. That is,insertions of assets of one or more types and/or at one or morelocations within the broadcast network. The utility includes generatinga content stream for dissemination to a plurality of network platformsof a broadcast network. In conjunction with generating the contentstream, a first type of cue (e.g., a cue tone in an analog system, a cuemessage in a digital system, etc.) is inserted into the content stream.This first type of cue identifies a first insertion opportunity for afirst asset type. A second type of a cue is also inserted into thecontent stream. Likewise, the second type of cue identifies a secondinsertion opportunity for a second asset type. The content stream,including the first and second types of cues, is delivered to thenetwork platforms, which may then disseminate the content stream to aplurality of network regions.

In one arrangement, a first portion of the network platforms may utilizethe first cue to select a first asset for insertion into the contentstream. Accordingly, this first asset may be selected from a first setor type of assets (e.g., network-wide assets). For instance, this firstset of assets may include a set of related assets. In one sucharrangement, a national advertiser may provide multiple different assetsfor a common set of goods. Accordingly, the first portion of the networkplatforms may select amongst these different assets for the advertiserbased on, for example, geographics and/or demographics associated withthe region served by the network platform.

In a further arrangement, a second portion of the network platformsutilize the second type of cue to select a second asset for presentationwith the content stream during a second insertion opportunity. Forinstance, the second set of assets may include regional and/or localassets. It will be further appreciated that the first and secondportions of the network platform may be the same or different. In thisregard, the first portion of the network platforms may include regionalhead ends, and the second portion of the network platforms may includelocal head ends. However, it will be further appreciated that someplatforms may utilize both the first and second cues to insert differenttypes of assets.

According to another aspect, a utility for use in connection withdelivering assets to users of a broadcast network is provided. Theutility may be utilized at a network platform and may entail identifyingfirst and second cue types in a content stream received from a broadcastcontent provider. The first and second cue types may identify first andsecond asset insertion spots. Accordingly, the network platform mayinsert a first asset into the first asset insertion spot. The utilitymay then erase the first cue from the content stream and broadcast themodified content stream and inserted asset to downstream networkplatforms. These downstream platforms may then use the second cue toinsert assets.

A step of identifying the first and/or second cue may further includeidentifying an encrypted signal within the content stream. For instance,it may be desirable to encrypt one or both cue types to preventunauthorized use of the same. In one arrangement, such cues may beprovided in an SCTE signal within the content stream. In anotherarrangement, cues may be provided in a VBI line.

It will be appreciated that the identification of different cue typesmay allow for insertion of different assets selected from differentasset sets (e.g., national assets form national asset providers andlocal assets from local asset providers). For instance, a first set ofassets may be provided such that a selected one of those assets may beinserted based on, for example, demographics and/or geographicinformation associated with the location and/or audience associated withthe network platform performing the insertion.

According to another aspect, a utility is provided for use in connectionwith multilevel insertion of assets within a broadcast network. Theutility includes receiving a content stream from a content providerwhere the content stream includes at least a first restricted cue and asecond unrestricted cue to identify first and second asset insertionspots within the content stream. Upon identifying the restricted cuewithin the content stream, the utility is operative to modify thecontent stream based on the identified first restricted cue. Thisgenerates a modified content stream that may be broadcast to one or moredownstream network platforms. This modified content stream typicallyincludes the second unrestricted cue that allows for the downstreamnetwork platforms to insert one or more assets therein. Likewise, thesedownstream network platforms may disseminate the content stream tonetwork users.

In a first arrangement, modifying the content stream includes decryptingthe first restricted cue to identify timing in the content streamassociated with the first asset insertion spot. That is, the exactlocation of the asset insertion spot within the content stream isidentified. Upon such identification, the method may further includeinserting a first asset into this insertion spot. In this regard, themodified content stream includes a first asset that is inserted into thefirst asset insertion spot prior to broadcasting the modified contentstream to the downstream network platforms.

In another arrangement, modifying the content stream includes insertinga first asset into the first insertion spot and erasing the firstrestricted cue. In such an arrangement, the first asset is broadcastwith a modified content stream to downstream network platforms. As thefirst restricted cue is removed from the content stream, downstreamnetwork platforms are unable to replace or identify the location of thefirst asset insertion spot.

According to another arrangement, modifying the content stream comprisesreplacing the first restricted cue with an unrestricted cue. In such anarrangement, replacement of the restricted cue with an unrestricted cuemay allow for use of the asset insertion spot by downstream networkplatforms. In this regard, a first asset insertion spot that hadpreviously been utilized, for example, for a national level asset may beauthorized for use by downstream network platforms to provide, forexample, local assets.

When a restricted cue is replaced with an unrestricted cue, the utilitymay further include a first network platform offering for sale the assetdelivery spot associated with the restricted cue. Upon receiving anadequate bid for such a previously restricted spot, the first networkplatform may provide access to the restricted spot by making therestricted cue available to some or all downstream network platforms. Inthis regard, it will be appreciated that making the restricted cueavailable to a portion of the downstream network platforms may entailproviding such downstream network platforms encryption information foruse in accessing the cue. Alternatively, the first network platform mayprovide separate feeds to different downstream platforms. A first feedprovided to non-paying downstream platforms may not provide access tothe restricted cue whereas a second feed provided to paying downstreamplatforms may replace the restricted cue with an unrestricted cue.

Another aspect of the invention is directed to providing asset insertioninstructions with a content stream such that network-wide asset deliveryspots may be altered by individual network platforms in accordance withreceived instruction. The utility includes delivering a content streamhaving restricted and unrestricted asset delivery spots to a pluralityof network platforms and providing asset insertion instructions to thenetwork platforms. Such asset insertion instructions may provideinstructions for a portion or all of the network platforms to use inselecting between provided assets and/or inserting stored assets. Thatis, such asset insertion instructions may include criteria that are usedto dictate which network platforms utilize the instructions, how toaccess the restricted asset delivery spots (e.g., encryption keys, etc.)and/or dictate which asset is selected/inserted into an asset deliveryspot. In one particular arrangement the asset insertion instructions mayinclude a geographical criterion. Such a geographical criterion mayidentify regions in which an asset provider is interested in targeting.In this regard, network platforms matching the geographical criteria(e.g., within a specified geographic area, having a matching geographiccode, etc.) may utilize the instructions. In contrast, network platformsthat do not match the geographical criteria may ignore the instructions.Such instructions may instruct network platforms to insert an asset froma predetermined set of assets and or select between assets provided withthe content stream. In either case, the network platforms may be allowedto select between available options based on the current conditions ofthe network platform. In one arrangement, the asset insertioninstructions may be delivered with the content stream. In anotherarrangement, the asset insertion instructions may be delivered via aseparate transmission channel (and/or medium) as the content stream.

In another aspect, a utility for use in connection with deliveringassets to users of a broadcast network is provided wherein feedbackinformation from the network may be utilized by a content provider toselect one or more assets for provision with a content stream. In thisregard, the utility includes receiving network user information from atleast one of a plurality of network platforms of a broadcast network.Based on the network user information, the content provider may selectone or more assets that are targeted towards a current network audienceto generate a content stream that includes a selected asset for at leastone delivery spot. Accordingly, the content stream may be delivered to aplurality of network platforms, which then may disseminate theprogramming stream to a plurality of network regions.

In the present aspect, it will be appreciated that the ability todynamically insert assets at a network-wide level may allow for bettertailoring a national feed to a current audience. Furthermore, suchdynamic insertion may allow for inserting assets into programmingstreams where no feedback is available. For instance, satellitetelevision feeds that are fed directly to consumers/network users mayutilize information obtained from network platforms that allow forbi-directional communication with network users. For instance, a networkplatform of a cable television network (e.g., a local head end) maycollect user information from current network users. This network userinformation may subsequently be provided to the content provider whoprovides a content stream to the network platform as well as othernetwork platforms. Accordingly, the content provider may alter assetselection based on current network conditions for at least a portion ofa broadcast network such that users in other portions of the network maybe targeted. That is, the current feedback from a first portion of thenetwork may allow for more effectively targeting users of the remainderof the broadcast network.

BRIEF DESCRIPTION OF THE DRAWINGS

For a more complete understanding of the present invention and furtheradvantages thereof, reference is now made to the following detaileddescription taken in conjunction with the drawings in which:

FIG. 1 illustrates major components of a cable television network.

FIG. 2 illustrates a portion of the network of FIG. 1.

FIG. 3 illustrates asset insertion as accomplished at a local headend.

FIG. 4 illustrates exemplary audience shares of various networks as maybe used to set asset delivery prices for future breaks associated withthe program.

FIG. 5 illustrates delivery of different assets to different userswatching the same programming channel.

FIG. 6A illustrates insertion of different national asset potions at acontent provider.

FIG. 6B illustrates one protocol that may be utilized with the system ofFIG. 6A.

FIG. 7A illustrates insertion of different national asset options at anetwork platform.

FIG. 7B illustrates one protocol that may be utilized with the system ofFIG. 7A.

FIG. 8A illustrates multi-level insertion of assets based on signalreceived from network users.

FIG. 8B illustrates one protocol that may be utilized with the system ofFIG. 8A.

FIG. 9 illustrates a flotilla of assets that may be provided duringnational asset insertion break and/or a local asset insertion break

DETAILED DESCRIPTION

The present invention relates to various structure and functionality fordelivery of targeted assets and network monitoring for use in acommunications network, as well as associated business methods. Theinvention has particular application with respect to networks wherecontent is broadcast to network users; that is, the content is madeavailable via the network to multiple users without being specificallyaddressed to individual user nodes in point-to-point fashion. In thisregard, content may be broadcast in a variety of networks including, forexample, cable and satellite television networks, satellite radionetworks, IP networks used for multicasting content and networks usedfor podcasts or telephony broadcasts/multicasts. Content may also bebroadcast over the airwaves though, as will be understood from thedescription below, certain aspects of the invention make use ofbi-directional communication channels which are not readily available,for example, in connection with conventional airwave based televisionsor radios (i.e., such communication would involve supplementalcommunication systems). In various contexts, the content may be consumedin real time or stored for subsequent consumption. Thus, while specificexamples are provided below in the context of a cable television networkfor purposes of illustration, it will be appreciated that the inventionis not limited to such contexts but, rather, has application to avariety of networks and transmission modes.

The targeted assets may include any type of asset that is desired to betargeted to network users. It is noted that such targeted assets aresometimes referred to as “addressable” assets (though, as will beunderstood from the description below, targeting can be accomplishedwithout addressing in a point-to-point sense). For example, thesetargeted assets may include advertisements, internal marketing (e.g.,information about network promotions, scheduling or upcoming events),public service announcements, weather or emergency information, orprogramming. The targeted assets may be independent or included in acontent stream with other assets such as untargeted network programming.In the latter case, the targeted assets may be interspersed/interleavedwith untargeted programming (e.g., provided during programming breaks)or may otherwise be combined with the programming as by beingsuperimposed on a screen portion in the case of video programming. Inthe description below, specific examples are provided in the context oftargeted assets provided during breaks in television programming. Whilethis is an important commercial implementation of the invention, it willbe appreciated that the invention has broader application. Thus,distinctions below between “programming” and “assets” such asadvertising should not be understood as limiting the types of contentthat may be targeted or the contexts in which such content may beprovided.

The following description is divided into a number of sections. In theIntroduction section, the broadcast network and network programmingenvironments are first described. Thereafter, an overview of thetargeted asset environment is provided including a discussion of certainshortcomings of the conventional asset delivery paradigm. The succeedingsection provides an overview of a targeted asset system for nationalasset targeting in accordance with the present invention highlightingadvantages of certain preferred implementations thereof. Finally, thelast section describes individual components of the system in greaterdetail and provides a detailed disclosure of exemplary implementationswith specific reference to targeted advertising in a cable televisionenvironment.

I. Introduction

A. Broadcast Networks

The present invention has particular application in the context ofnetworks primarily used to provide broadcast content, herein termedbroadcast networks. Such broadcast networks generally involvesynchronized distribution of broadcast content to multiple users.However, it will be appreciated that certain broadcast networks are notlimited to synchronously pushing content to multiple users but can alsobe used to deliver content to specific users, including on a user pulledbasis. As noted above, examples of broadcast networks include cabletelevision networks, satellite television networks, and satellite radionetworks. In addition, audio, video or other content may be broadcastacross Internet protocol and telephony networks. In any such networks,it may be desired to insert targeted assets such as advertisements intoa broadcast stream. Examples of broadcast networks used to deliverycontent to specific users include broadcast networks used to deliver ondemand content such as VOD and podcasts. The present invention providesa variety of functionality in this regard, as will be discussed indetail below.

For purposes of illustration, the invention is described in someinstances below in the context of a cable television networkimplementation. Some major components of a cable television network 100are depicted in FIG. 1. In the illustrated network 100, broadcastcontent is distributed to network users via a plurality of networkplatforms 90. Such network platforms may vary by region, broadcastnetwork and/or nationality. In one arrangement, the network platformsinclude repeater stations 92 that receive broadcast content (e.g.,directly, over-air and/or via satellite transmissions) and repeatbroadcast the content stream to network users. In another arrangement,the broadcast network provides broadcast content via a series of networkplatforms.

Such a series of network platforms may include regional/central networkplatforms as well local platforms. In a cable television networkcontext, such regional/central network platforms may be represented bynetwork affiliates and/or regional head ends 102. As will beappreciated, affiliates receive content from a particular contentprovider (e.g., ABC, CBS, etc.) and subsequently provide that content tonetwork operators (e.g., multiple system operators or MSOs). Such MSOsmay combine content from multiple providers at, for example, a regionalhead end. Each such regional head end may be operative to providebroadcast content (e.g., primary distribution) to a plurality of localhead ends 104. Such local head ends 104 may then provide content (e.g.,secondary distribution) to network users 107.

In any case, the network platforms 90 receive content from contentproviders and in turn provide this content to network users directlyand/or via additional network platforms. In the portion of the network100 illustrated in FIG. 2, it is noted the network platforms may obtainbroadcast content from any of a number of sources 101A-C associated withvarious content providers. Additionally, broadcast content may beobtained from storage media 103 such as via a video server. Theillustrated sources include an antenna 101A, for example, for receivingcontent via the airwaves, a satellite dish 101B for receiving contentvia satellite communications, and a fiber link 101C for receivingcontent directly from studios or other content sources. It will beappreciated that the illustrated sources 101A-C and 103 are provided forpurposes of illustration and other sources may be utilized.

Generally, the network platforms 90 process the received content fortransmission to network users. Among other things, the network platformsmay be operative to amplify, convert and otherwise process the broadcastcontent signals as well as to combine the signals into a common cablefor transmission to network users 107 (although graphically depicted ashouseholds, as described below, the system of the present invention canbe used in implementations where individual users in a household aretargeted). The network platforms can also process signals from users ina variety of contexts. The network platforms may thus be thought of asthe control centers or local control centers of the cable televisionnetwork 100. It will be appreciated that in networks that utilizemulti-level network platforms (e.g., regional head ends 102 and localhead ends 104) different levels of the network platforms may performdifferent functions. For instance, the regional head ends 102 maycombine signals from different content providers while local head ends104 may provide content to network users and/or receivesignals/information from the network users. However, it will beappreciated that such local head ends may also be operative to insertlocal content from local content providers (e.g., local televisionstations) and/or local asset providers

Typically, in the context of a cable television network, there is not adirect fiber link from the headend 102 to the customer premisesequipment (CPE) 108 of the network users 107. See FIG. 2. Rather, thisconnection generally involves a system of feeder cables and drop cablesthat define a number of system subsections or branches. Thisdistribution network may include a number of nodes 109. The signal maybe processed at these nodes 109 to insert localized content, filter thelocally available channels or otherwise control the content delivered tousers in the node area. The resulting content within a node area istypically distributed by optical and/or coaxial links 106 to thepremises of particular users 107. Finally, the broadcast signal isprocessed by the CPE 108, which may include a television, data terminal,a digital set top box, DVR or other terminal equipment. It will beappreciated that digital or analog signals may be involved in thisregard.

Users employ the network, and network operators derive revenue, based ondelivery of desirable content or programming. The stakeholders in thisregard include programming providers, asset providers such asnetwork-wide advertisers (who may be the same as or different than theprogramming providers), network operators such as Multiple SystemsOperators (MSOs), local asset providers and users—or viewers in the caseof television networks. Programming providers include, for example:networks who provide series and other programming, including on anational or international basis; local affiliates who often providelocal or regional programming; studios who create and market contentincluding movies, documentaries and the like; and a variety of othercontent owners or providers. Asset providers include a wide variety ofmanufacturers, retailers, service providers and public interest groupsinterested in, and generally willing to pay for, the opportunity todeliver messages to users on a local, regional, national orinternational level. Such assets may include: conventionaladvertisements; tag content such as ad tags (which may include staticgraphic overlays, animated graphics files or even real-time video andaudio) associated with the advertisements or other content; banners orother content superimposed on or otherwise overlapping programming;product placement; and other advertising mechanisms. In addition, thenetworks may use insertion spots for internal marketing as discussedabove, and the spots may be used for public service announcements orother non-advertising content. Network operators are generallyresponsible for delivering content to users and otherwise operating thenetworks as well as for contracting with the networks and assetproviders and billing. Users are the end consumers of the content. Usersmay employ a variety of types of CPEs including television, set topboxes, iPOD™ devices, data terminals, satellite delivered video or audioto an automobile, appliances (such as refrigerators) with built-intelevisions, etc.

All of these stakeholders have an interest in improved delivery ofcontent including targeted asset delivery. For example, users canthereby be exposed to assets that are more likely of interest and cancontinue to have the costs of programming subsidized or wholly borne byasset providers. Asset providers can benefit from more effective assetdelivery and greater return on their investment. Network operators andasset providers can benefit from increased value of the network as anasset delivery mechanism and, thus, potentially enhanced revenues.

Historically, broadcast content from a content provider has includedprogramming and interleaved assets, which asset providers have paid tohave included with the programming of the content providers. Theseinterleaved assets have been disseminated network-wide in a contentstream along with the programming of the content provider. For instance,in the case of television network content providers (e.g., ABC, CBS,etc.), content is simultaneously broadcast (e.g., typically viasatellite) to various regional affiliates who each receive the identicalnetwork ‘feed.’ In this regard, when the content is a national feed(i.e., is broadcast network-wide), the interleaved assets may be termednetwork-wide assets or national level assets.

In addition, content providers have historically provided one or morecues within the content stream (e.g., programming and interleavednational assets) to allow local network platforms to insert localassets. Insertion of regional/local assets has typically been relegatedto a few minutes per hour. Such local insertion has provided animportant source of revenues for network operators. Further, such localinsertion has allowed local asset providers the ability to tailor/targettheir assets to the putative interest of local network users. Suchputative interests of local/regional network users may be inferredand/or determined from a number of sources, including, withoutlimitation, geography and/or demographic information associated with anetwork region (e.g., a region served by a local head end).

Unfortunately, there has been no corresponding system to allow nationallevel asset providers to target their assets to different regions and/ordifferent demographic groups. That is, absent contracting for localnetwork platforms to allow local insertion, national level assetproviders have been required to provide a single asset for delivery inan asset delivery spot of the programming of a content provider. Thatis, national level asset providers have had no way to target theirassets to different regions/demographics while providing their assetswith a national feed. Systems are discussed below that allow fortargeting of national level assets.

B. Scheduling

What programming is available on particular channels or other bandwidthsegments at particular times is determined by scheduling. Thus, in thecontext of a broadcast television network, individual programmingnetworks (e.g., content providers), associated with particularprogramming channels, will generally develop a programming schedule wellinto the future, e.g., weeks or months in advance. This programmingschedule is generally published to users so that users can find programsof interest. In addition, this programming schedule is used by assetproviders to select desired asset delivery spots.

Asset delivery is also scheduled. That is, breaks are typically builtinto or otherwise provided in programming content. In the case ofrecorded content, the breaks are pre-defined. Even in the case of livebroadcasts, breaks are built-in. Thus, the number and duration of breaksis typically known in advance, though the exact timing of the spots mayvary to some extent. In connection with regularly scheduled breaks, asdiscussed below, defined avail windows establish the time period duringwhich certain breaks or spots occur, and for local insertionopportunities a cue tone or cue message signals the beginning of suchbreaks or spots. In practice, an avail window may be as long as orlonger than a program and include all associated breaks. Indeed, availwindows may be several hours long, for example, in cases where audiencedemographics are not expected to change significantly over largeprogramming blocks. In this regard, an MSO may merge multiple availwindows provided by programming networks.

More specifically, a break may include a series of asset delivery spotsand the content of a break may be determined by a number of entities. Asnoted, some asset delivery (e.g., national level asset delivery) isdistributed on a basis coextensive with network programming, e.g., on anational basis (e.g., network-wide). This asset delivery isconventionally scheduled based on a timed playlist. That is, theinsertion of content has been centrally controlled to insert assets atdefined times. Accordingly, the programming and interleaved nationallevel assets have typically been provided by the programming networks asa continuous content stream without cues for asset insertion. Forexample, prime time programming on the major networks is oftenprincipally provided in this fashion.

In other cases, individual spots within a break are allocated fordelivery of local assets that may be inserted by a Regional OperationsCenter (ROC), affiliate, super headend or local (headend, zone). Inthese cases, a cue or message identifies the start of the non-national(e.g., local) asset delivery spot or spots (a series of assets in abreak may all trigger from one cue) for regional/local asset insertion.The cue generally occurs a few seconds before the start of the assetdelivery insertion opportunity and may occur, for example, during abreak in a content stream.

Conventionally, local asset insertion is accomplished at a localheadend. This is illustrated in FIG. 3. In the illustrated system 300,the headend 302 includes a program feed 304 and an asset source 306. Asnoted above, the program feed 304 may be associated with a variety ofprogramming sources such as video storage, an antenna, satellite dish orfiber feed from a studio or the like. The asset source 306 may include atape library or other storage system for storing pre-recorded assets. Aplatform associated with the headend 302—in this case, denoted aselector 308—inserts programming from the program feed 304 and assetsfrom the asset source 306 into the video stream of an individual channel310. This is done for each channel to define the overall content 312that is distributed to subscribers (or at least to a node filter).Typically, although not necessarily, the selector 308 effectivelytoggles between the program feed 304 and the asset source 306 such thatthe programming and assets are inserted in alternating, non-timeoverlapping fashion. Thus, as shown in FIG. 3, a particular channel mayinclude a time segment 314 of programming followed by a local insertioncue 316 (which may occur, for example, during a programming segment, orduring a time period of an asset provided with the programming stream,just prior to an insertion opportunity) to identify the initiation of abreak 318. In response to the tone, the selector 308 is operative toinsert assets into the programming stream for that channel. At theconclusion of the break 318, the selector 308 returns to the programfeed to insert a further programming segment 320.

This content 312 or a filtered portion thereof is delivered to CPEs 322.In the illustrated embodiment the CPE 322 is depicted as including asignal processing component 324 and a television display 326. It will beappreciated that these components 324 and 326 may be embodied in asingle device and the nature of the functionality may vary. In the caseof a digital cable user, the signal processing component 324 may beincorporated into a digital set top box (DSTB) for decoding digitalsignals. Such boxes are typically capable of bi-directional messagingwith the headend 302 which may be a significant consideration inrelation to aspects of the functionality described below.

Network operators or local network affiliates can generally schedule thenon-national assets (e.g., local assets) to be included within definedbreaks or spots for each ad-supported channel. Conventionally, thisscheduling is finalized ahead of time, typically on a daily or longerbasis. The scheduled assets for a given break are then typicallyinserted at the headend in response to the cue or message in theprogramming stream. Thus, for example, where a given avail windowincludes three breaks (each of which may include a series of spots), thescheduled asset for the first break is inserted in response to the firstcue, the scheduled asset for the second break is inserted in response tothe second cue, and the scheduled asset for the third break is insertedin response to the third cue. As provided herein for national assetdelivery, network signaling may be extended to provide signalsidentifying the start of a national spot or spots, to enable theinventive system to insert synchronous national asset options intodesignated bandwidth.

C. The Conventional Asset Delivery Paradigm

Conventional broadcast networks may include asset-supported and premiumcontent channels/networks. As noted above, programming content generallycomes at a substantial cost. That is, the programming providers expectto be compensated for the programming that they provide which hasgenerally been developed or acquired at significant cost. Thatcompensation may be generated by asset delivery revenues, by fees paidby users for premium channels, or some combination of the two. In somecases, funding may come from another source such as public funding.

In the case of asset-supported networks, the conventional paradigminvolves time-slot buys. Specifically, asset providers generallyidentify a particular program or time-slot on a particular network wherethey desire their assets to be aired. The cost for the airing of theasset depends on a number of factors, but one primary factor is the sizeof the audience for the programming in connection with which the assetis aired. Thus, the standard pricing model is based on the cost perthousand viewers (CPM), though other factors such as demographics oraudience composition are involved as discussed below. The size of theaudience is generally determined based on ratings. The most commonbenchmark for establishing these ratings is the system of Nielsen MediaResearch Corporation (Nielsen). One technique used by Nielsen involvesmonitoring the viewing habits of a presumably statistically relevantsampling of the universe of users. Based on an analysis of the samplegroup, the Nielsen system can estimate what portion of the audienceparticular programs received and, from this, an estimated audience sizefor the program can be projected. Thus, the historical performance ofthe particular program, for example, as estimated by the Nielsen system,may be used to set asset delivery prices for future breaks associatedwith that program.

In practice, this results in a small number of programming networksbeing responsible for generating a large portion of the overall assetrevenues. This is graphically depicted in FIG. 4, which generallyillustrates this phenomenon, although it is not based on actual numbers.As shown in FIG. 4, it is often the case that three or four programmingnetworks out of many available programming networks garner very largeshares whereas the remaining programming networks have small ornegligible share. However, by allowing national asset providers totarget different regional and/or demographic groups, the revenueproduced by the large share networks may be further enhanced whilepermitting asset providers to better target network users (i.e.,potential consumers)

As noted above, the pricing for asset delivery depends on the size ofthe viewing audience and certain other factors. One of those factorsrelates to the demographics of interest to the asset provider. In thisregard, a given program will generally have a number of differentratings for different demographic categories. That is, the programgenerally has not only a household rating, which is measured against theuniverse of all households with televisions, but also a rating fordifferent demographic categories (e.g., males 18-24), measured againstthe universe of all members of the category who have televisions. Thus,the program may have a rating of 1 (1%) overall and a rating of 2 (2%)for a particular category. Typically, when asset providers buy atime-slot, pricing is based on a rating or ratings for the categories ofinterest to the asset provider. This results in significantinefficiencies due to poor matching of the audience to the desireddemographics. In instances where two or more assets may be provided fora given time slot, the inefficiencies may be reduced.

II. System Overview

A. The Targeted Asset Delivery Environment

Against this backdrop described in the context of the conventional assetdelivery paradigm, a system embodying the present invention is describedbelow. The inventive system, in the embodiments described below, allowsfor delivery of nationally targeted assets such as advertising so as toaddress certain shortcomings or inefficiencies of conventional broadcastnetworks. Generally, such national targeting entails delivering variedassets to desired regions or groups of individuals. The nationallytargeted assets may be targeted based on demographic information,psychographic information, geographic information, or any otherinformation that may be relevant to an asset provider in identifying atarget audience.

Such nationally targeted assets are typically provided in conjunctionwith programming. In this regard, it is recognized that programming is ahighly imperfect mechanism for targeting of assets. For example, even ifuser analysis indicates that a particular program has an audiencecomprised sixty percent of women, and women comprise the target audiencefor a particular asset, airing the asset on that program will result ina forty percent mismatch. That is, forty percent of the userspotentially reached may not be of interest to the asset provider andpricing may be based only on sixty percent of the total audience.Moreover, ideally, targeted asset delivery would allow for targetingwith a range of granularities. For example, it may be desired to targeta group, such as based on a geographical grouping, a householdcharacterization or even an individual user characterization. Thepresent invention accommodates targeting of assets provided withprogramming.

FIG. 5 illustrates one embodiment of targeted asset delivery supportedin accordance with aspects of the present invention. Specifically, FIG.5 illustrates the dissemination of different national assets, in thiscase ads, in content streams of different network platforms 500-502(e.g., affiliates) serving different network regions where network usersare watching the same programming channel. As shown, three differentnetwork platforms 500-502 are depicted as broadcasting the sameprogramming (i.e., received from a common content provider), in thiscase, denoted “Movie of the Week.” At a given break 504, the networkplatforms may each provide a different asset package.

For instance, a first national asset provider may purchase a first assetdelivery spot 506 of the break 504, and a second national asset providermay purchase a second asset delivery spot 508. The first asset providermay advertise a common product/service to the different regions of thenetwork (e.g., advertise network-wide). Accordingly, a common ad ‘moviepromo’ may be seen by all network users irrespective of their location.

In contrast, the second national asset provider (e.g., a motor vehiclecompany) may purchase a spot and then provide different asset optionsfor the spot (e.g., minivans, luxury cars, SUVs, etc.) for disseminationto different regions of the network. Alternatively, separate advertisersmay collectively purchase a single spot (e.g., 508) and then providedifferent ads for their respective products such that different regionsand/or demographic groups receive ads of different asset providers. Itwill be appreciated that these different asset packages may be targetedto different audience demographics and/or to different network regions.In this manner, assets are better tailored to viewers of a given programwho may fall into different demographic or geographic groups.

In a subsequent break 510, which is proceeded by a local cue 512, alocal asset delivery spot is provided. During this break 510, thenetwork platforms may selectively replace content of the content streamwith local/regional assets. That is, the network platforms 500-502 orlocal network platforms (e.g., local head ends, node filters, etc.) mayeach insert a local/regional asset into their respective contentstreams.

In order to allow the substitution of network-wide assets (e.g.,advertisements) provided in the network feed, it is necessary to providesome indication of the start and finish times of the breaks within theprogramming. That is, a cue must be provided that allows differentnetwork platforms (e.g., affiliates) to identify an upcoming break andelect to either ignore the opportunity to replace an asset in that breakor to substitute a default asset within that break with another asset.That is, currently, national feeds that include programming andadvertisements typically do not provide any indication of the locationor length of national level assets. That is, the programming andnational level advertisements are a continuous feed without any cues.Historically, this has prevented any downstream operator (e.g., headend) from substituting a local asset for a national asset. This has tosome extent served both the content providers and national level assetproviders. Specifically, the content providers have been able to chargemore for a national level asset insertion spot due to the ability toguarantee that such assets will not be replaced. Likewise, nationallevel asset providers have been guaranteed nationwide dissemination toconsumers of broadcast programming. However, the inability to replacethese assets has prevented such asset providers from providing differentasset options to different geographic regions. Accordingly, providedherein are systems and methods (i.e., utilities) that permit authorizedreplacement of national level assets in a content stream provided by acontent provider.

National asset targeting can be implemented using a variety ofarchitectures in accordance with the present invention. For example,nationally targeted asset insertion can be implemented at the networkplatforms and/or at the CPEs. Various implementations may involve aforward-and-store functionality. In such instances a network platformmay receive national assets prior to receiving a content stream.Accordingly, the platform may insert one or more of the national assetsat predetermined times (e.g., defined by a cue) and/or in accordancewith information provided with the content stream.

In another embodiment, asset options may be transmitted from a contentprovider synchronously with a given break in a content stream for whichtargeted asset options are supported. In this arrangement, the networkplatforms and/or CPEs include a selector, which is operative to switchto an asset transmission band associated with a desired asset at thebeginning of a break and to return to the programming band at the end ofthe break. The selector may hop between transmission bands (betweenasset bands or between an asset band and the programming band) during abreak to select the most appropriate assets. Such selection may be basedon geographic and/or demographic information.

As a further alternative, the determination of which national asset toprovide with a content stream may be made dynamically based oninformation gathered by one or more network platforms. For example, anasset may be selected based on, for example, current network conditions,including, without limitation, current audience size and/or audiencecomposition.

In any embodiment, it may be desirable that access to a cue thatprovides access to a previously un-accessible insertion spot (e.g.,national insertion spot) be limited to authorized network platforms. Forinstance, it may be desirable that only network affiliates be able toidentify breaks within programming that, upon initial delivery, carrynationwide assets. In various different embodiments disclosed herein,such access may be limited by encryption of the cue signal and/or by theability of first level platforms to erase a cue signal associated with anational insertion spot. In the latter regard, an authorized platformsuch as an affiliate may identify a national level cue and replace anasset with an authorized replacement asset and thereafter erase thenetwork cue signal from the network feed. After erasing such a cue, theplatform (e.g., affiliate) may provide the network feed with thesubstituted asset to subsequent network platforms without the nationallevel cue. As will be appreciated, by removing such a national levelcue, any downstream/subsequent replacement of the inserted asset isprevented. Accordingly, such systems allow for national level assetproviders to provide some granularity to their targeted assets whilemaintaining some security in the dissemination of those assets tonetwork users.

B. System Architecture

In one implementation, the system of the present invention involves thetransmission of two or more national asset options in time alignment orsynchronization with an asset delivery spot in programming of a contentstream provided by a content provider. In this implementation, the assetoptions are at least partially provided via separate bandwidth segments.For instance, a first asset option may be provided in the same bandwidthsegment as the programming of the content stream and a second (e.g., orthird or more) asset option may be provided in a parallel bandwidthsegment. This is graphically illustrated in FIG. 6A.

As shown in FIG. 6A, a content provider 600 generates a content streamthat is received by one or more network platforms 602 (only one shown).The content stream 620 includes programming and interleaved assets.Accordingly, the content provider 600 includes a programming feed, whichmay include, for example, live feeds as well as previously recordedprogramming. In addition, the content provider 600 includes an assetdatabase 606 that includes assets provided by asset providers (e.g.,national level asset providers) for interleaving with the content stream620. Accordingly, the content provider utilizes a splicer 608 toselectably interleave national level assets at predetermined assetdelivery spots 640, 642 within the programming in order to generate thecontent stream 620. That is, national level assets are interspersedbetween programming segments.

In addition, the content provider 600 utilizes a cue generator 610 inorder to insert one or more cues within the content stream 620. Forinstance, local insertion cue(s) 630 alert network platforms of upcominglocal asset insertion spots 632 that allow for inserting one or morelocal assets into the content stream prior to provision of the contentstream of network users. Typically, the content provider 600 includes anational level asset in the content stream 620 during the local assetinsertion spot 632 associated with the local cue 630. That is, in adefault situation where a regional or local network platform does notinsert a local asset into the local asset insertion spot, network userswill receive the default national asset that is associated with theinsertion spot.

In the present embodiment, the content provider 600 provides one or moreadditional asset options for each national asset insertion spot 640,642. For instance, during the first asset insertion spot 640, thecontent provider may provide a second asset option in a paralleltransmission band with a first asset option included within thetransmission band. In this regard, first and second assets in the firstnational insertion spot 640 are transmitted in synchrony with thecontent stream 620.

As discussed above, these assets in the first asset delivery spot 640may be targeted towards different geographic regions and/or demographicgroups. In this regard, the network platform 602 may be operative toidentify asset delivery spots where more than one asset is available.Accordingly, the network platform 602 may utilize a selector 660 ortuner to select a transmission band associated with the asset that willbe output to subsequent network platforms and/or to network users.Accordingly, the network platform 602 may need an indication that anational asset delivery spot is upcoming where more than one nationallevel asset is available for delivery. Accordingly, in the presentarrangement, the content provider 610 may insert a national insertioncue 650 into the content stream 620 that indicates an upcoming assetdelivery spot for which more than one national asset is available.

In one arrangement, a national cue may be delivered via an availablefield in existing broadcast formatting. For instance, in analogbroadcasts, or digital broadcasts that mimic analog format, a nationalcue may be inserted into an available vertical blanking interval (VBI).In one specific arrangement, a national cue may be inserted into anavailable channel of line 21 of the VBI. That is, such a national cuemay be inserted into the closed captioning VBI line, as there aretypically one or two available channels within VBI for transmittingdata, text, etc. An alternative arrangement would be to make use of aone of the other lines in the VBI (e.g. lines 10 to 20) to carry thedata. In digital applications, such a national cue may also be insertedwith a closed captioning bit stream as such bit streams typicallycontain excess data capacities. Alternatively, in a digital application,the national cue may be inserted as an MPEG data element into the MPEGtransport stream.

It will be appreciated that the ability to incorporate a nationalinsertion cue into existing broadcast formatting may allowimplementation of the process into existing network structures. This mayallows for providing target asset delivery in existing networks (e.g.,some foreign networks) that were previously limited to distribution ofnetwork-wide assets.

To prevent unauthorized replacement of the national level assetsprovided with the content stream 620, it may be desirable that thenational insertion cue 650 is encrypted. Accordingly, the contentprovider may include an encryption device 612 that is operativelyconnected to the cue generator 610. In this arrangement, cues thatsignify upcoming local insertion spots (e.g., cue 630) may not beencrypted while cues that signify upcoming insertion spots/asset optionsfor national level assets (e.g., cue 650) may be encrypted. Accordingly,the network platforms that receive the content stream 620 and which areauthorized to select between national level assets for subsequentpresentation to downstream network platforms and/or to network users,may include an encryption detection device 662 that monitors theincoming content stream (or monitors the content stream as it is outputfrom storage) and identifying encrypted cues. In such an arrangement,the encryption detection device 662 may include appropriate keys (e.g.,previously provided by the content provider) that allow the networkplatform 602 to identify the time and duration of the upcoming nationalasset delivery spot including two or more national level assets.

In order to select between upcoming asset options, the network platform602 may also receive information with the content stream 620 (e.g.,metadata, private MPEG data, SCTE signals, etc.) that provide anindication of the content and/or targeted audience for upcoming assetoptions. Accordingly, the network platform may utilize this informationwith demographic and/or geographic information (e.g., stored information670) associated with the network platform 602 in order to select anappropriate national level asset for output to subsequent networkplatforms and/or network users. For instance, in a content stream 620having first and second asset options for an upcoming asset deliveryspot 640, one of the asset options may be directed towards a firstregion of the network and a second asset option may be directed towardsa second region of the network. Accordingly, the network platform 602may compare the specified network regions of the upcoming assets withregion information (e.g., geographic information) associated with thenetwork platform 602 receiving the content stream. Accordingly, thenetwork platform 602 may select the appropriate asset (e.g., 640 b) and,if necessary, use a selector to switch transmission bands at thebeginning of the asset delivery spot 640 if the asset selected is not inthe primary transmission band associated with the programming. Likewise,at the end of the asset delivery spot(s), the network platform mayutilize the selector to switch back to the primary transmission bandsuch that the platform switches back to the programming within thecontent stream 620.

FIG. 6B provides protocol that may be utilized in conjunction with thesystem illustrated in FIG. 6A. Initially, the content provider maygenerate a content stream for delivery to a plurality of networkplatforms. Such generation 20 may include generating programming (e.g.,movies) or recording live events. In any case, the content stream isgenerated for provision to network platforms such that those networkplatforms may disseminate the content stream to a plurality of networkregions. Generating the content stream further includes identifying 22asset delivery spots within the content stream. Such identification 22may include identifying local asset delivery spots as well as nationalasset delivery spots. For at least a first national asset delivery spot,the process also includes selecting 24 at least first and secondnational level asset options for provision with the content stream. Inthis regard, one or more of the network platforms that are operative toreceive the content stream may be further operative to select one of theasset options. Such selection may be based on geographic and/ordemographic factors associated with a desired audience. The processfurther includes inserting 26 a national asset delivery cue that alertsnetwork platforms of an upcoming option for selecting between availablenational asset options. This step may further include encrypting thecues such that only authorized network platforms are able to identifyinsertion times associated with the national assets. In addition, thisstep may include providing encryption keys to some or all of theauthorized network platforms (e.g., affiliates) that will receive thecontent stream. Typically, such encryption keys may be individuallyforwarded via a separate communications link. Inserting a cue mayfurther include inserting local insertion cues into the content stream.In one arrangement, these first and second cues (e.g., national andlocal) are of different types. In this regard, differently configuredplatforms may utilize the different cues. For instance, a regional headends may utilize the first cue to select a national asset for provisionwith the content stream whereas local head ends may utilize the secondcue type for insertion of local assets into local content streams.

Once the assets are selected and the cue is inserted into the contentstream, the asset options and the content stream are provided 28 tonetwork platforms. The provision of the content stream and the assetoptions may be performed in synchrony. In this regard, the asset optionsmay be broadcast in conjunction with the content stream utilizing, forexample, parallel transmission bands. Alternatively, the asset optionsmay be multiplexed into a common transmission band. In a furtherarrangement, provision of the asset options may include forwarding oneor more asset options to one or more pre-selected network platforms suchthat the network platforms have the option to insert the forwarded assetoption in the asset delivery spot.

In this latter implementation, national level asset providers maydictate which network platforms output their assets. In this regard,national level asset providers may select different network platformsbased on the region of the platforms and/or demographic groupsassociated with the network platforms. It will be further appreciatedthat, while the functionality to select between national assets may beperformed at an upper level network platform (e.g., affiliate), thefunctionality to select between national level assets may also residewithin downstream network platforms such as, for example, regional orhead ends.

As the national level asset providers are able to dictate whichplatforms output their assets, there may be no need for the networkplatforms to report to the content provider which asset was selected.However, in a further embodiment, the network platform 602 may beoperative to dynamically select between the asset options within theasset delivery spot 640 based on current network conditions. Forinstance, the network platform 602 may be operative to maintainbi-directional communications with network users. That is, the networkplatform 602 may be operative to determine audience parameters for acurrent network audience. In this regard, the network platform may beoperative to poll a statistically significant sample of current networkusers in order to identify the makeup of the current network users whoare receiving broadcast content. The network platform may utilize suchinformation to dynamically select the most appropriate asset providedwith the content stream 620 for a current network audience. The abilityto receive such audience information from broadcast network is set forthin U.S. patent application Ser. No. 11/332,771 entitled, “Voting andHeadend Insertion,” having a filing date of Jan. 12, 2006, the entirecontents of which is incorporated by reference herein. Additionalmechanisms to receive such audience information are set forth in U.S.Pat. No. 7,546,619, entitled, “Voting and headend insertion model fortargeting content in a broadcast network,” issued Jun. 9, 2009, theentire contents of which is incorporated by reference herein.

In the dynamic insertion implementation, the network platform 602 may beoperative to report which asset was selected for a given asset insertionspot. That is, the network platform 602 may contact the content provider610 via any appropriate communications link 680 to report thisinformation such that the content provider may adjust billing for theasset delivery spot. That is, if the asset delivery spot is utilized byseparate asset providers, these separate asset providers may be chargeddifferently based on their share of the network users who receive theprogramming. In contrast, if a single network asset provider utilizesparallel asset delivery options for different versions of theirproduct(s), there may be no need to report selection information to thecontent provider.

According to another implementation illustrated in FIG. 7A, a contentprovider 710 utilizes a forward-and-store function to allow one or morenetwork platforms (only one illustrated) to selectively replace adefault national level advertisement within the content stream 720received by the platform 702. In this arrangement, the requirement ofparallel transmission bands for providing asset options to a networkplatform may be eliminated. As shown in FIG. 7A, a network platform 702receives a programming stream 720 from a content provider 710. In theillustrated implementation, a second communication link 780 isestablished between the network platform 702 and the content provider700 to provide national level assets to the network platform 702. Thesecond link 780 may be established at a time prior to delivery of thecontent stream 720. However, it will be appreciated that the second link780 may utilize a common transmission band as the content stream whilebeing utilized at a different time or may constitute a separatecommunications link therebetween. In a further arrangement, assets maybe physically delivered to participating network platforms. What isimportant is that the content provider 710 is able to provide nationallevel assets to the network platform 702 such that the platform 702 maystore these assets and subsequently insert national level assets into areceived programming stream 720.

In the illustrated implementation, the content stream 720 is provided tothe network platform 702. As shown, programming is provided with aninterleaved programming break 740 including at least a first assetdelivery spot. This programming break 740 is proceeded by a nationalinsertion cue 750. Accordingly, as discussed above, the network platformmay include an encryption detection device 722 that allows formonitoring a received content shown to identify an encrypted nationalinsertion cue and thereby identifying the time and duration of anupcoming break 740. In addition, the network platform 702 may alsoidentify metadata and/or SCTE signals within the content stream 720.Such signals may identify the targeted audience parameters (e.g.,demographic information and/or geographic constraints) for the defaultnational level asset included within the programming break 740.Accordingly, the network platform 702 may utilize this information todetermine whether the default asset included within the programmingbreak 740 is most suitable for delivery to the region and/or networkusers serviced by the network platform 702 or if an alternate asset(s)would be more appropriate. Furthermore, it will be noted that themetadata may also indicate what types of alternate national level assetsmay be inserted into the content stream. In instances where it isdetermined that a different asset may be more appropriate based onregion and/or demographic considerations of the network platform, thenetwork platform 702 may utilize a selector 760 switch between thecontent stream 720 and an asset input stream interconnected to the assetdatabase 762 such that a default asset within the content stream 720 maybe replaced with a stored national level asset deemed more suitable fordelivery with the content. Stated otherwise, the content stream mayinclude asset insertion information or instructions that direct theinsertion of assets into the content stream by a portion or all of thenetwork platforms. Such asset insertion instructions may be provided byasset providers who purchase an asset delivery spot.

Asset insertion instructions may provide instructions for a portion orall of the network platforms to use in selecting between assets receivedin the programming content and/or inserting stored assets. That is, suchasset insertion instructions may dictate which network platforms utilizeinstructions and/or dictate which asset is selected/inserted into anasset delivery spot. In one exemplary arrangement, the asset insertioninstructions may include a geographical criterion. Such a geographicalcriterion may identify regions in which the asset provider is interestedin specially targeting. In this regard, network platforms matching thegeographical criteria (e.g., within a specified geographic area, havinga matching geographic code, etc.) may utilize the instructions. Incontrast, network platforms that do not match the geographical criteriamay ignore the instructions. Such instructions may instruct networkplatforms to insert an asset from a predetermined set of assets and orselect between assets provided with the content stream. In either case,the network platforms may be allowed to select between available optionsbased on the current conditions of the network platform. Alternatively,the instructions may be fixed instructions that dictate the exact assetthat is to be delivered by the network platforms.

In order to prevent further utilization of the national level cue (e.g.,encrypted or otherwise), the platform 702 may further include cueerasing functionality. That is, the platform 702 may include a cueeraser module 724 that is operative to remove/scrub the national levelcue from the content stream 720 prior to provision of the content streamto subsequent network platforms. In this regard, the platform 702 may beoperative to identify a national level insertion cue 750 to selectbetween national level asset options within the content stream itself720 and/or substitute a default asset provided with the content streamwith stored assets and subsequently broadcast a modified content stream720 a to subsequent/downstream network platforms. This modified contentstream 720 a is free of the national level insertion cue. In thisregard, the modified content stream 720 a includes selected assetinterleaved between programming segments where the metadata/SCTE signalor other cue information has been scrubbed from the modified contentstream 720 a. Accordingly, subsequent network platforms will receivethis content stream 720 a without information necessary to replace theasset inserted by the platform. As will be appreciated, thisfunctionality prevents unauthorized downstream replacement of suchassets.

It will be further appreciated that, in this implementation, thenational level assets within the asset database 762 of the networkplatform 702 may be limited by a number of considerations. For instance,various assets may be limited to certain insertion times within aprogramming stream. For instance, for a first break within a programmingslot (e.g., 7:00 to 7:30) there may be only one alternate asset that maybe inserted during the first asset insertion spot. In any case, theability of the network platform to select and insert assets stored atthe network platform may require that the network platform report to thecontent provider which assets were selected and inserted into thecontent stream and subsequently disseminated to network users. Suchreporting may be performed via the communication link 780 through whichthe platform receives the national level assets for storage or via anyother appropriate communications link.

FIG. 7B illustrates a protocol for use by a network platform receiving acontent stream from a content provider where the content stream includesone or more national level insertion opportunities that allow forselecting or inserting one or more national level assets. The processincludes monitoring 40 an incoming content stream that includesprogramming and interleaved assets and/or asset insertion spots. Themethod further includes identifying 42 a first cue type that identifiesa first asset insertion spot. In one arrangement, this includesidentifying an encrypted cue that identifies a national asset insertionopportunity. Accordingly, the method may further include inserting 44 afirst asset from a first set of assets into the first asset insertionspot. In one arrangement, the method includes erasing 46 the first cuefrom the content stream. The content stream including the first assetinserted in the first asset spot is broadcast 48 to a second networkplatform. This broadcasting may include broadcasting the content streamfree of the first cue type. A second network platform may identify 50 asecond cue type in the content stream select a second asset from asecond set of assets (e.g., local assets) for insertion 52 into thecontent stream. At such time, the content stream including the firstasset of a first asset type and the second asset of a second asset typemay be broadcast 54 to network users.

FIG. 8A illustrates further implementations of the insertion systemwhere communications between a local network platform 804 and a CPE 808are utilized to select national and/or local assets. As discussed above,in order to provide nationally targeted assets to users of a televisionnetwork, signals received from at least a portion of the network users(e.g., from CPEs of the network users) may be utilized to select assetoptions for delivery and/or to determine the size and composition of theviewing audience. For example, a network platform may receive signalsfrom all or a sampling of network users. This sampling is preferablyboth statistically significant (in terms of sampling size) and valid interms of being sufficiently random to be reliably representative of theuniverse of all relevant users. In some cases, the network platform mayreceive signals only from users who have “opted in” or agreed toparticipate in the targeted asset system, and this group of users maynot be statistically significant or relevant. In many cases, however,these signals may indicate channels currently being viewed and/or theaudience classification of current users. In this regard, a two-waycommunication path between a network platform such as a local headendand CPEs, such as DSTBs, of one or more households may be provided overa network interface.

In the implementation of FIG. 8A, the network platform may includevarious combinations of the components discussed above in relation toFIGS. 1-7B. In any case, the local network platform 804 includes aheadend that is operative to communicate with CPE 808 over a networkinterface. As shown, the CPE 808 includes a digital set top box (DSTB).As will be appreciated, each user in the network may have such a DSTB ora sub-set (less than all) of the viewers may have such DSTBs. Some usersmay have a DSTB but only use it some of the time, e.g., only whenwatching HDTV programming. Moreover, some users may have a DSTB butchoose not to participate in the targeted asset system. In any event, atleast a portion of the network viewers have a CPE 808 that is operativeto receive signals via the network interface as well as provide signalsto the network platform 804 via the network interface for purposes ofthe targeted asset delivery system.

The local network platform 804 may be in communication with a regionalnetwork platform 802 (e.g., regional/super headend). In this regard, theregional network platform 802 may receive content from multiple contentproviders 810 (only one shown) and provide such content (e.g., multipletelevision channels) to one or more local headends for subsequentdissemination to network users. Of note, the local headends may insertlocal assets into one or more local asset insertion spots in one or moreof the channels received from the regional network platform 802.

In the present implementation, signals received from a CPE 808 areutilized by the present system for at least two separate applications,which in some instances may also be combined. These applications may betermed national asset selection and local asset selection. In thisregard, signals from individual CPEs may be utilized for measuringcurrent network conditions. Such measurement relates to the use of thesignals to identify the audience size and, optionally, theclassification composition of the audience. This information assists inestimating the universe of users available for targeting, including anestimate of the size and composition of an audience for individualchannels. In any case, national and/or local assets may be selected andinserted into one or more transmitted data streams based on signalsreceived from one or more CPEs 808.

With regard to audience measurement, the two-way communication betweenthe local network platform 804 and CPE 808 allows for gatheringinformation which may indicate, at least implicitly, informationregarding audience size and audience classification composition. In thisregard, individual CPEs 808 may periodically or upon request provide asignal to the platform 804 indicating, for example, that an individualCPE 808 is active and what channel is currently being displayed by theCPE 808. This information can be used to infer audience size andcomposition. Wholly apart from the targeted asset system, suchinformation may be useful to support ratings and share information orfor any other audience measurement objective. Such information may alsobe utilized to tailor transmissions to the CPE 808 or network users.

As illustrated in FIG. 8A, information from one or more CPEs 808 isreceived by the local network platform 804. The local network platformmay then provide this information to the regional network platform 802.Further, the regional network platform may be operative to receive suchinformation from a plurality of local network platforms (not shown). Inturn, the regional network platform may provide the information receivedfrom the local network platform(s) to one or more affiliates and/orcontent providers 810. The ability to receive signals indicative of thesize and composition of an audience for individual channels allows forusing that information to dynamically select national and/or localassets based on current network conditions.

In this regard, the content provider 810 may receive signals from one ormore network platforms utilize such signals to select national assets640A, 640B for insertion into content stream 620 that may be provided toone or more affiliates and/or regional head ends. Likewise, regionalhead ends 804 may utilize signals to select between national assetoptions provided with the content stream 620 based on current audiencecomposition and/or size. Alternatively, the regional head end mayreplace the asset option(s) provided in the content stream 620 with astored national asset option. That is, while the content provider 810may provide one or more assets based on overall network conditions,individual regions may select other national level assets when, forexample, local head ends indicate a current audience composition isbetter suited for a national asset that is stored by the regional headend 804.

In any case, the regional head end outputs a content stream 720 thatincludes a national asset option. For example, asset 640B that isinterleaved with programming. Further, the content stream 720 mayinclude one or more local insertion cues 630 and corresponding localasset insertion spots 632. Accordingly, local network platforms 802 mayreceive the content stream 720 insert one or more local assets into thelocal asset delivery spot(s) 632, thereby generating a content stream820 for receipt by network users. In this regard, current networkaudience information may be utilized at various levels within thebroadcast network to dynamically select targeted asset options fornetwork users. Further, referring briefly to FIG. 1, it will be notedthat use of signals from network users in one portion of the network mayallow for content providers to provide targeted content to otherportions of the network. For instance, a content provider may providecontent to repeater stations 92 or satellite television providers wheretwo-way communication between the network platforms and the networkusers is not available. In this regard, by utilizing information fromportions of the ‘wired network’ that supports two-way communication, thecontent provider may select assets that may be more of interest to theusers of the over the air and satellite networks. That is, it may beassumed that users of the wired network provide statistically relevantsampling of the overall network users and selection of assets based onthis portion of the network users may be appropriate for other portionsof network.

FIG. 8B illustrates protocol that may be utilized in conjunction withthe system illustrated in FIG. 8A. Generally, the protocol includesreceiving 60 network user information at a network platform. Thisnetwork user information may be received directly from network users orvia an intervening network platform. In any case, the network userinformation may be utilized to select 62 at least a first asset for atleast a first asset delivery spot. Accordingly, upon selecting theasset, a content stream may be generating 64 including programming andthe selected asset. Once the content stream is generated 64, the contentstream including programming and the inserted asset may be delivered 66to a plurality of network platforms. Accordingly, these networkplatforms may then disseminate the content stream including theprogramming and asset(s) to a plurality of network regions.

In a further arrangement illustrated in FIG. 8A, the local networkplatform 802 to may be operative to insert a plurality of differentasset options in a plurality of parallel transmission bands 820A, 820B(e.g., asset channels). In this regard, extra bandwidth may be utilizedto provide one or more asset option channels that may be selected by aCPE 808 of individual households of network users. Such a system forgenerating and providing parallel transmission bands including a varietyof different targeted assets for selection by CPE devices is provided inU.S. patent application Ser. No. 11/332,771, as previously incorporated.

The generation and transmission of parallel transmission bands carryingdifferent asset options is substantially similar for transmissionsbetween a content provider and a network platform as well as between anetwork platform and plurality of network users. In this regard,different assets may be provided on parallel transmission bands (e.g.,parallel asset channels) during the break/asset delivery spot inprogramming. During a break where parallel transmission bands includingdifferent assets are available, a network provider or a CPE of aparticular household may, based on a determination implemented at thenetwork platform or CPE, respectively, switch to one of the transmissionbands that contains appropriate assets. The appropriateness of suchassets may be determined based on geographic or demographic informationassociated with the network platform or CPE. In the case of CPE's, theappropriateness of such assets may be determined based on one or moreprofiles stored at the CPE. In any case, the asset or assets of theselected transmission band may be displayed during the break.

The number of asset channels available for targeted asset delivery maybe limited by available bandwidth (e.g., unused channels). FIG. 9illustrates the use of four parallel transmission bands 901-904 forproviding assets during a break 910 in programming of a content stream900. As shown, on each transmission band 901-904, the break 910 may beseparated into one or more asset slots that may have differentdurations. However, in the case of FIG. 9, the start and end times ofthe asset sets A-C, D-E, F-H and I-K carried by the transmission bands901-904 are aligned with the start and end times of the break 910. Eachof the transmission bands 901-904 may carry an asset that is targeted toa specific geographic and or demographic characteristics of networkusers.

Each transmission band 901-904 includes a different combination ofassets A-K that may be targeted to different network users who receivedthe content stream 900. Collectively, the assets A-K carried by thetransmission bands 904 define a flotilla 950 that includes assets thatmay be targeted to different groups of users. The most appropriateassets for a given user or group of users may be on different ones ofthe transmission bands 901-904 at different times during the break 910.However, most appropriate assets may still be delivered to the users orgroups of users by hopping between transmission bands during the breakwith due consideration given to the fact that spots on differenttransmission bands 901-904 may not have the same start and end times. Asnoted above, selection of assets to fill a break of a programmingchannel, or to fill the available spots within each transmission bandmay be performed dynamically based feedback received from currentnetwork users. However, it will be further appreciated that selection ofassets may be scheduled ahead of time where an assets on differenttransmission bands are provided for different demographic groups thatare assumed to be members of the network users to receive theprogramming.

The ability to provide different cue types for use at different levelswithin the broadcast network also provides several marketingopportunities. For instance, in the instance where a national level cueis provided that allows for a first level network platform, such as anaffiliate, to replace or select an asset for the national levelinsertion opportunity, the cue may be offered for sale to one or moredownstream platforms. For instance, if an affiliate receives a nationalfeed having a national cue, the affiliate may offer the rights to thiscue to downstream network platforms. For instance, the affiliate maysell the rights to the cue to one or more operators (e.g., MSOs) anddeliver a content stream to those MSOs that still includes the nationallevel cue. This allows the MSOs to insert assets in the insertion spotassociated with the cue or provide this cue to further downstreamplatforms such as local head ends, which may each pay the MSO for theright to the cue/insertion spot.

In this application, a national level asset provider may be denied theopportunity to provide assets to a portion of the network. However, insuch an arrangement, the local head ends, regional head ends and/oraffiliates may have made a determination that it is economically moredesirable to provide local insertion opportunities than a national levelasset. Accordingly, the rights to perform such substitution of thenational level asset may be paid to the content provider and/or theoriginal national level asset provider. In this regard, the nationallevel asset provider may be partially subsidized for their rights to theasset insertion opportunity within the programming content. While thenational level asset provider may lose the opportunity to advertise toone or more portions of the network, the subsidy provided by thesubstitution of national level assets the network platforms may reducethe overall advertising costs of such a national level asset provider.For instance, if half of the affiliates receiving a national feed (e.g.,representing half of an expected audience) paid for the right to replacea national level asset with regional or local assets, the national levelasset provider whose asset is substituted may be subsidized by an amountthat is more half of the price paid for the national level asset spot.In this regard, the national level asset provider may reach asignificant audience at a reduced price per viewer.

When a first level network platform determines it is economically viableto purchase the rights to such a national level insertion spot, thisplatform may provide access to downstream platforms in a number of ways.For instance, the affiliate may provide encryption information todownstream platforms that purchase the rights to the cue. Alternatively,where the content stream includes a restricted cue associated with thenational level insertion spot and unrestricted cues that are associatedwith existing local insertion spots, the platform may modify the contentstream to replace the restricted cue with an unrestricted cue. Forinstance, a platform having decryption information may erase therestricted cue from the content stream and insert a non-encrypted cuethat is available to downstream platforms.

The foregoing description of the present invention has been presentedfor purposes of illustration and description. Furthermore, thedescription is not intended to limit the invention to the form disclosedherein. Consequently, variations and modifications commensurate with theabove teachings, and skill and knowledge of the relevant art, are withinthe scope of the present invention. The embodiments describedhereinabove are further intended to explain best modes known ofpracticing the invention and to enable others skilled in the art toutilize the invention in such, or other embodiments and with variousmodifications required by the particular application(s) or use(s) of thepresent invention. It is intended that the appended claims be construedto include alternative embodiments to the extent permitted by the priorart.

1.-35. (canceled)
 36. A method for use in connection with deliveringassets to users of a broadcast network, said broadcast network primarilyinvolving synchronized distribution of broadcast content to multipleusers, said method comprising: generating a content stream includingprogramming segments and at least a first asset delivery spot managed byfirst asset delivery systems of the broadcast network, wherein saidfirst asset delivery systems comprise network platforms for broadcastdelivery of content to user equipment devices within one or moresubdivisions of said broadcast network, said first asset deliverysystems being controlled by one or more first stakeholders authorized tocontrol one or more first assets that are inserted in said first assetdelivery spot so as to provide a modified content including said one ormore first assets, and at least a second asset delivery spot managed bysecond asset delivery systems, wherein said second asset deliverysystems are operative for delivery of content to user equipment devicesboth within and outside of said one or more subdivisions of saidbroadcast network, said second asset delivery systems being controlledby one or more second stakeholders, different than said firststakeholders who are authorized to control one or more second assetsthat are delivered in said second asset delivery spot; providing amechanism for securing access to at least one of said first assetdelivery spot and said second asset delivery spot such that said one ormore first stakeholders control delivery with respect to said firstasset delivery spot and said one or more second stakeholders controldelivery with respect to said second asset delivery spot; providing anauthorization for at least one of said first and second stakeholders, inconnection with acquiring rights to insert one or more assets in atleast one of said first and second asset delivery spots, saidauthorization allowing use of at least one of said first and secondasset delivery systems with respect to said at least one of said firstand second asset delivery spots; transmitting said content stream insaid broadcast network such that said first level delivery systems cancontrol asset delivery for said first asset delivery spot and saidsecond level delivery systems can control asset delivery for said secondasset delivery spot; second providing at least two asset options forsaid first asset delivery spot of said content stream, wherein at leasta portion of said first level delivery systems is operative to provideat least one of said first assets for delivery in said first assetdelivery spot; and providing at least two asset options for said secondasset delivery spot of said content stream, wherein at least one of saidsecond level delivery systems is operative to select one of said secondassets based on information specific to a particular subscriber of saidbroadcast network and deliver said selected one of said second assets tosaid particular subscriber of said broadcast network.
 37. The method ofclaim 36, wherein said first level delivery systems are furtheroperative to erase a first cue associated with said first asset deliveryspot, wherein said modified content stream is disseminated free of saidfirst cue.
 38. The method of claim 36, wherein said step of secondproviding comprises providing said asset options in synchrony with saidcontent stream.
 39. The method of claim 38, wherein at least one of saidasset options is provided in a parallel transmission band to saidcontent stream.
 40. The method of claim 36, wherein said step of secondproviding comprises: forwarding said asset options to said first leveldelivery systems prior to said delivery of said content stream to saidfirst level delivery systems.
 41. The method of claim 36, encrypting afirst cue associated with said first asset delivery spot prior todelivery to the first level delivery systems.
 42. The method of claim36, wherein at least a portion of said second level delivery systems isoperative to insert content into said second asset insertion spot insaid content stream.
 43. The method of claim 36, further comprising:receiving network user information from at least one of said first orsecond level delivery systems; and using said network user informationto select said asset options.
 44. A method of claim 36, furthercomprising receiving, at a platform of said broadcast network, reportinformation reporting delivery of at least one of said first and secondassets.
 45. An apparatus for use in connection with delivering assets tousers of a broadcast network, said broadcast network primarily involvingsynchronized distribution of broadcast content to multiple users,comprising: first asset delivery systems, of the broadcast network, forreceiving a content stream including programming segments and at least afirst asset delivery spot, wherein said first level delivery systemscomprise network platforms for broadcast delivery of content to userequipment devices within one or more subdivisions of said broadcastnetwork, said first level delivery systems being controlled by one ormore first stakeholders authorized to control one or more first assetsthat are inserted in said first asset delivery spot so as to provide amodified content including said one or more first assets; second assetdelivery systems for receiving at least a second asset delivery spot,wherein said second level delivery systems are operative for delivery ofcontent to user equipment devices both within and outside of said one ormore subdivisions at said broadcast network, said second level deliverysystems being controlled by one or more second stakeholders, differentthan said first stakeholders, who are authorized to control one or moresecond assets that are delivered in said second asset delivery spot; andone or more processors operative for: providing a mechanism for securingaccess to at least one of said asset delivery spot and said second assetdelivery spot such that said first stakeholders control delivery withrespect to said first asset delivery spot and said second stakeholderscontrol delivery with respect to said second asset delivery spot;providing an authorization for at least one of said first and secondstakeholders, in connection with acquiring rights to insert one or moreassets in at least one of said first and second asset delivery spots;transmitting said content stream in said broadcast network such thatsaid first level delivery systems can control asset delivery for saidfirst asset delivery spot and said second level delivery systems cancontrol asset delivery for said second asset delivery spot; secondproviding at least two asset options for said first asset delivery spotof said content stream; and providing at least two asset options forsaid second asset delivery spot of said content stream; wherein at leasta portion of said first level delivery systems is operative to provideat least one of said first assets for delivery in said first assetdelivery spot; and wherein at least one of said second level deliverysystems is operative to select one of said second assets based oninformation specific to a particular subscriber of said broadcastnetwork and deliver said selected one of said second assets to saidparticular subscriber of said broadcast network.
 46. An apparatus as setforth in claim 45, wherein said first level delivery systems are furtheroperative to erase said first cue, wherein said modified content streamis disseminated free of said first cue.
 47. An apparatus as set forth inclaim 45, wherein said second providing comprises providing said assetoptions in synchrony with said content stream.
 48. An apparatus as setforth in claim 47, wherein at least one of said asset options isprovided in a parallel transmission band to said content stream.
 49. Anapparatus as set forth in claim 45, wherein said second providingcomprises: forwarding said asset options to said first level deliverysystems prior to said delivery of said content stream to said firstlevel delivery systems.
 50. An apparatus as set forth in claim 45,wherein said one or more processors are operative for encrypting saidfirst cue prior to delivery to the first level delivery systems.
 51. Anapparatus as set forth in claim 45, wherein at least a portion of saidsecond level delivery systems is operative to insert content into saidsecond asset insertion spot in said content stream.
 52. An apparatus asset forth in claim 45, wherein said one or more processors are furtheroperative for: receiving network user information from at least one ofsaid first or second level delivery systems; and using said network userinformation to select said asset options.
 53. An apparatus as set forthin claim 45, wherein said one or more processors are further operativefor receiving, at a platform of said broadcast network, reportinformation reporting delivery of at least one of said first and secondassets.